MARKETING CHANNELS
Where Mission Meets Market
Teacher – Shahed Rahman
WHAT IS CHANNEL MARKETING ??
Arrangements to make possible delivery of goods
to industrial users or customers and to final
consumers
Bridging Producers and Users
Marketing Channels can be viewed as sets of
interdependent organizations involved in the
process of making a product or service available
for consumption or use
EXAMLES
Beneton Group, Italy
Ships 80 million items each year
7000 stores
100 countries
Order cycle time 7 days
Shipped from warehouse
Bar code Technology
Kodak – 1) Direct sales representatives
2)Brokers and Distributors
3) Components Marketing
Organization- Reseller
Marketing channel performs the work of moving
goods from producers to consumers.
Provides value
Performs a function
Expects an economic return
Expert channel marketing will encompass
strategic solutions,
programmed and project management,
customer communications
database marketing
customer value modeling
partnership marketing
digital marketing
CRM systems
customer service operations
marketing technologies
mailing production and distribution.
NEED TO LOOK AT
The most crucial aspect of channel
marketing is in identifying new
channels through which to sell and
support your services and products.
Partners must have the right
positioning and market exposure in
order to drive up sales in a real and
meaningful way and thereby to
increase profits.
Third party training and support to
manage resources to ensure that a
channel marketing drive is a smooth
running and efficient operation often
accompany this.
STRATEGY
Supplying goods and services at the
Right place
Right time
Right Quantity
Right Quality
And with a Right price
Marketing channels can stimulate the demand through
promotional activities
ROLES OF MARKETING CHANNEL IN
MARKETING STRATEGIES
Links producers to buyers.
Performs sales, advertising and promotion.
Influences the firm's pricing strategy.
Affecting product strategy through branding,
policies, willingness to stock and customizes
profits, install, maintain, offer credit, etc
EMERGENCE OF MARKETING CHANNEL
STRUCTURES
Intermediaries arise in the process of exchange
because they can improve the efficiency of the
process
Channel intermediaries arise to adjust the
discrepancy of assortment thorough the
performance of the sorting process
Marketing agencies hang together in the channel
arrangements to provide for the routinization of
transactions
Channel Facilitate the searching process
NEED TO CONFIRM WITH THE
INTERMEDIARIES
Channel Distribution evolve to serve customer
needs
Shipping Time
Ordering
Technical Support
Repair Service
Variety
Branded Product
Return Policy
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